Marketing Secrets

Welcome To Russell Brunson’s Marketing Secrets Podcast. So, the big question is this, “How are entrepreneurs like us, who didn’t cheat and take on venture capital, who are spending money from our own wallets, how do we market in a way that lets us get our products and services and things that we believe in out to the world… and yet still remain profitable?” That is the question, and this podcast will give you the answers. My name is Russell Brunson, and welcome to MarketingSecrets.com.

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Some interesting things that I discovered while on the road this last week in the UK.

On this special early morning episode Russell recaps his trip to London and why he’s happy to be back home. He also talks about the differences with selling to audiences in different countries.

Here are 4 cool things in today’s episode:

How amazing it is that you can connect with people who are in the same industry as you all over the world.

How weird it is that people in the UK made fun of Russell just because he’s American, and how that taught him how to transition his presentation to accommodate them.

How people in Australia are different from people in the US or UK.

And why Russell didn’t have any expectations for how well he would do in the UK, but how he is grateful either way.

So listen below to hear how Russell’s trip to London went and why it was better than when he was in the UK 5 years ago.

---Transcript---

Hey everyone, this is Russell Brunson, and welcome to an early morning fricken-freezing Marketing in your Car. Hey guys! So we just got back from London, woo-hoo! It was a long, long, long, long, oh so long trip to get back. We made it and we are excited and now it's like 6 in the morning. My kids have not fallen asleep yet, because they're still on London time. We kind of passed out for a little bit, but we're awake now. Our cute little baby, who we haven't seen in a week, we’ve been playing with her. Even though she's tired, we're not letting her sleep, because she's too dang cute. A whole bunch of stuff and it's not even 7:00 yet! I'm actually driving out to go grab some food because our house is out of food. That's what's happening over here.

Other than that, I'm just excited to be home. I'm not traveling again for, hopefully for forever. You know how you feel after you eat Thanksgiving dinner, and you're so full you just want to pop. You're like, "I'll never eat again, ever!" Then five minutes later, you're hungry. That's how I am right now. I will never travel again, ever. The last 30 days, it's just been insane. We're back! We're excited, a lot of fun things. I'm excited to get my hands dirty again, and get into work and get into stuff. Speaking, and traveling, and selling, and stuff like that, it’s fun. I just miss sitting behind a computer and just funnel building, funnel hacking. I’m so excited! It's all good.

We had an awesome time in London, and it all turned out really, really good. It was fun. It was cool going there and seeing all these businesses. It's interesting because you think about however many, 20 years ago even, people sold things in their communities, right? If you lived in Boise, you sold things to other people in Boise. That's kind of how things were. The Internets made it so it's everywhere.

What's cool, a couple things that I kind of got from it. 1, going over there, you see these entrepreneurs from that other side of the world. What's interesting is their hopes, their dreams, their desires, their vision, their desire to change the world in their own little way is the same. It's not different than it is here. I think entrepreneurs; we have something weird inside of us. It's not an American thing, or it's not whatever. It's an entrepreneur thing and it's everywhere. People there have the same bug that we have here. It's awesome and I just love being around entrepreneurs. There's nothing better for me. That was really, really cool.

What was interesting though, this is kind of cool, people don't see this a lot. You don't notice it online either. I wonder, I don't know if I'll do anything because of this, but it makes me think. For example, in the last 30 days, I've spoken in Australia, United States 3 times, and then in London. The 1 thing that is different, culturally things are different. It's just fascinating. I remember the first time I spoke in London and I tried to sell. I did my normal pitch that in the States was awesome and it bombed over there. I was like, what in the world? These people hate me. I found out later they did hate me.

I remember, this is kind of sad, but after the event was over, I sold a couple, but not like what I normally would have. This is probably 4 or 5 years go. Then I went on this forum later, it was a free event we did, all this stuff. I'm on this forum reading people critiques of the event and all these people were making fun of me. They weren't making fun of my presentation, or anything. They're making fun of me because I was American. Wow! I never thought that that was a thing, it was so weird to me. After that I had friends that told me when they sold to the UK, they had to sell different, they had to speak different, they had to do things different for it to work.

I hadn't had the chance to speak in the UK for 5 years, so I never really tested that again. I've spoken twice in Australia since then. Australia was completely the opposite. Australia feels like, maybe I'm wrong, but I don't think the people in the UK always like Americans. I think they think we're stuck up. We kind of are. The more cultured I am becoming, the more places I go, the more I realize how annoying Americans can actually be. We are pretty, it's kind of embarrassing looking at it now. That's just how American's are, right? I the UK, if people don't necessarily like us as much, but in Australia it's the opposite. Australians love us. It was really interesting, I was in Australia, anything I said it felt like I was walking on gold. It was a completely different cultural experience. That was kind of just weird to me.

This time I spoke in the UK I was very aware of that. It thought if I'm going to be successful with this, I think the wrong approach ... The approach in Australia was almost more like I'm this American authority, let me show you all this cool stuff I did. In the UK the way I transition my presentation this time, I had to kind of make fun of myself more. What do they call it, self-deprecating humor or whatever? I tried to make fun of myself more throughout the presentation. What's funny is in America, even Australia, if you close people, they stand up and they start going to the back, when they get excited and they rush. The UK, none of that. Nobody moved. I'm doing my close and I'm telling them, "Get up right now, go to the back!" I'm doing all my stuff that normally get's American's jumping over each other and fighting to get to the back, and nobody budged. They just sat there.

I'm so confused, did I not make fun of myself enough? What's happening? Then after the presentation was done, people slowly stood up and walked over and signed up. The promoter told me afterwards, he's like, "Your close rate was amazing for the UK, just so you know." Really? It was way less, it wasn't way less, it did well, but it was less than I thought it was going to be. He's like, "You're close rate was amazing for the UK audience." It's just interesting.

When I think about a lot of times I think we craft ourselves messages for all people. As I'm getting more and more deeper into this business, what I'm learning more and more is that I think this is really the power of where Actionetics inside of Click Funnels is going. Changing based on people. This one is making more money, speak to them this way, less money, speak to them here. If they're male speak to them like this, if they're female speak to them like this. Whatever those demographics are. I almost think that if I really want to go deep in this, I don't know if I will, but I might, especially offers that we really focus a lot of time and energy on. I would even change the sales message based on culture, based on geography. Somebody in the UK was watching video sales, I would speak much different than somebody in the United States.

Just interesting I thought. One other thing, this I just want to share with you guys, and hopefully it will resonate. I hate this, I've got so many coaching clients who, and I get it, you want to forecast and set goals, and expectations, and things like that. I think it hurts. I always have these, our clients, our friends, or people that I hear are like, "Okay, webinars going to happen, I'm going to do this ..." They have numbers built up in their head, "If I only get this percent, and this happens and dahdahdah." All these things they figure out. They do it, and they don't get it, and they're destroyed mentally and physically that destroys them.

I'm a big believer in not, not not setting goals. I'm a big goal setter. Not setting expectations of outcome. You can't control those things at first. When I spoke at this event, Dan kept asking, he told me how many sales I did. Dan's the promoter, was like, "Is that good for you? Bad? What were you expecting?" I was like I didn't have any expectations coming in. I want, when it's done, for me to be happy with whatever, and if I have expectations, then no matter what I'm not going to be happy. You know what I mean? I didn't have any expectations. If I didn't sell anything, I was coming to try to serve and try to help. When I speak, even I've been doing this forever, I get nervous. Before I speak, I pray and when I pray I pray that I can give value and help serve people to the best of my ability. That's what I'm praying for and I like how many sales I can close, I'm legitimately here to serve people. That's the way I go into it. The people buy, I'm so grateful afterwards that it's awesome.

But if I would have thought, think ahead of time, looked at Dan's audience and said, "My typical audience converts this much." Really though through it and really focused on that number, I probably would have been disappointed, because it made less money than it should have, based on if I would have thought through things. I try not to, I just kind of put it out of my head, and don't think about that. Just focus on giving, and serving, and helping. I even told Dan that, I didn't really have any outcomes, I wasn't really hoping for anything. I just come in and serve and hopefully we can get a lot of people into Click Funnels because they need it. I honestly feel like you can't be successful in life without it. I feel like they need it. I want to give that to them.

From this, I'm sure people know who I am now. If they enjoyed it, they're going to keep following me. They're going to buy more stuff. A lot of them will ascend up and come in our inner circle, things like that. Good stuff will happen from it. I'm not tying an outcome to it. I can't tell you how many people, over, and over, and over again, in my coaching programs, they have these numbers in their head. When they don't hit it initially they're just destroyed. It's hard to recover. If you go into it with no outcome, with no projected outcomes of your own, you just go and you do it. You try to serve and you see what happens.

Then you can take that data and you can look at it, and you can make decisions. If I was to keep speaking in the UK, I would look at the presentation and say what things didn't work. There were a lot of things that didn't work. I could tell, because there was this weird energy when you speak in a room. You can feel it, you can not feel it at times. There are things I would definitely change. Again, I'm not speaking in the UK all the time, so it's not the same for me. My first webinar, not my first webinar, but my first Funnel Hats webinar, I had no idea if it was going to do well or not. I was speaking at Mike Filsaime’s event, and I did it. When people started running back, I was so shocked. Oh, wow!

The next one was, oh! Every time I was so excited about what happened. Eventually, after we've done it so many times, we have projected outcomes, and we have things like that. Now we've got something to shoot for. I let the chips fall where they may at first. Then we can look at that, analyze the data, change things. Let that happen a bunch of times before we start making these projections, these models, and tying our happiness outcome to them. If you do, unless you hit it out of the park the first time, it's hard.

Most people do webinar the first time, they're not getting 10% close rate. They're not getting 5%, they might be getting 1-2%. That's where we start at. That's what we've got to do a billion times. That's why I've done the Funnel Hacks webinar, in the last 12 months, I would say a conservatively, at least 50 times live. It gets better every single time. It just makes me feel for people who create it, have this vision in their head, launch it, and they don't hit it. They are attaching so much personal emotion to it. I feel for that, so hopefully if nothing else you get from this, stop attaching all these things to you initial work. Just do it from a point that you want to serve, you want to give, you want to help.

Let the chips fall where they may. Then take the data, change it tweak it, then keep doing that. Eventually, when you have a model that is working, now you can come back and you can be stressed out about the results. Don't do that now. We have enough stress in our lives. You're building a business, it's fun and it should be an enjoyable process. It's going to be hard at times. It's going to be good at times. It's going to be bad at times. You're going to lose money at times. You're going to make money at times. You're going to be broke sometimes. Sometimes you'll be rich. That's just kind of the process in this game. If you don't have the skin for that, it might not be the right game to play.

I'm at the store, I've got to buy my family some food. Some eggs, some banana's. Some stuff for us to eat. I better go. Thanks for listening to my ramblings today. Hope that there is some value in there for you. I appreciate you guys. For those of you who are my new friends in London, thanks for letting me come hang out. I had an awesome time. I appreciate you guys allowing me to serve you. Thank you so much, and I'll talk to you soon.

On this episode Russell talks from his hotel room in London about what happened with Clickfunnels over the last few days and how it almost all fell apart. He also talks about why being honest about your mistakes is important.

Here are 3 interesting things to listen for in today’s episode:

What happened with Clickfunnels while Russell was on the plane to London, and why everything had to be rebuilt.

Why he decided to be honest about what happened.

And what Russell learned from the whole experience.

So listen below to find out why being honest about your mistakes can be a good thing.

---Transcript---

Hey everyone, this is Russell Brunson and welcome to Marketing in Your Hotel Room.

Hey everyone, yes, I am in my hotel room here in London, looking out over the whole city, which we've got a beautiful view from where we're at right now. Just did a periscope, saying hi to everybody, but I wanted to kind of come in here and shoot an audio for you guys as well because I haven't talked in a while. I've been on the road and we didn't get to do marketing in an airplane or marketing in the Uber, or anything like that, so we're doing it from the hotel room. I just want to share with you guys something that was kind of cool this week, a good lesson, hopefully can benefit you guys as well. As you know, in business unfortunately everything isn't always sunshine and roses. I wish it was.

We try to make it that way and we try to make it outwardly look that way to everybody because that's human nature. We don't like people seeing the mistakes or seeing the holes in our armor or things like that. We try to put on a straight face and show that part, which is understandable. That's what leaders, at least in my mind, leaders do. Tony Robins always says "Leaders see things as they are but not worse than they are," and then, "Leaders see things better than they are and leaders work to achieve that." That's the three steps of leadership from Tony Robins and I've always believed that. I've tried to always have that, I try to see things better than they are, I try to work as if we're there already and then we get there.

This week is ... Any of our faithful Click Funnels members know, and if you're not a faithful Click Funnel member, come on now. You're listening to Marketing in Your Car everyday and you're not in Click Funnels, this is insane. If I haven't sold you at this point, you're hopeless. When I landed here in the UK, I obviously checked everything to make sure life's good and that there's no issues, and it's blowing up from everyone wanting to kill me, and everything's down. Todd, who's my partner and main developer in Click Funnels texted me saying that we're down and it's not good and said something like, "If we survive this, then blah blah blah blah blah." I'm just like, whoa, I'm checking my bags off and reading this which is not what you want after a 20-hour flight or whatever we'd been on. I had all my kids with us and we had a huge, long ride to get to our hotel, it was just crazy.

I get on here and we're trying to figure out things and it was bad. Our database server we were using is called ClearDB, they've been kind of handcuffing us. Been trying to move off them, they wouldn't allow us to, they were kind of holding our data, they would have given it to us but we would have had to have been down for 24-hours which obviously was unacceptable. We just couldn't do it. There was an easy way where we could have transferred over to these Amazon servers but they wouldn't allow us to do it. It was thing we've been struggling with and most of our issues we've had over the last month or so had been because of ClearDB because their service couldn't handle what we were doing and they wouldn't allow us to move over to Amazon which we needed to. Anyway, that was a whole issue, so Todd basically messaged me and says, "Hey, everything's down. We're trying to restore from backup but it's going really, really, really slow. It's been 48-hours or so and it's still not restored on ClearDB which is crazy."

He messaged me and says, "Hey, we're going to call an audible, basically we're going to rebuild the whole thing on Amazon and we're going to race. ClearDB's reboot versus us on this new Amazon thing and whichever one wins is who we'll keep running with." Which is not a small task. I know for me and you, we probably don't understand any of that, I didn't, but it's basically rebuilding this whole huge structure and huge new infrastructure and doing that within an hour. My guys did it. It was amazing. I was thinking about this, if I was to go to war with someone, who would I bring with me? I can tell you who, their names. People like this who just figure it out, I'm just so grateful for them. During this process Todd messaged me, "Okay, it's working. It's already past how far ClearDB is. We're just looking at four, five, or six hours before it's live." I'm like, oh man, it's not something I can hide from, and again, here's the leadership in me saying look at things better than they are and move towards that.

We're trying to do that but people on Facebook are blowing up and finally I said, "I just need to tell everyone what's happening." It was hard and it was embarrassing, it was frustrating, it was like all these emotions, but I said, "That's what people need right now. They need some certainty that we know what we're doing and that we're not just goofing off." So I made a video in the hotel room, maybe you saw that. I was upset and frustrated and as you could tell in the video, but I just told the story. This is what's happening, I'm more-so upset than you are, I promise you that and kind of shared that with them and told them what sucks and the goods coming out of it. Just asked everyone to wait and hopefully we'll be back soon and posted that. As I'm looking at that post, 161 people have commented on that, 360 people liked it, and of the 161 comments, all of them were positive.

People saying 'We're with you, we love you, we care about you, we're here for the long haul, whatever happens we're here we're not leaving," and just gave me that assurance I needed to keep moving forward. It was kind of crazy, on my side it's like leadership isn't showing weakness or showing the issues. I can tell you I probably got 20 private messages on Facebook saying “Thank you for being a leader like this,” it was backwards from what I thought but it was cool. Yeah, luckily my guys are amazing, they got everything back up and since then, the last two days things have been even faster and better. I just made a video talking about the good news and posted it but what I learned from this and I wanted to share with you guys is when things aren't all sunshine and roses in your business, I think for most of us, our common sense is to hide it, not to share it. To kind of keep it away from people, but my experience from this is the opposite.

It's share with your community, let people know and people will respect your transparency, they will respect that you're on the front lines fighting with them and they'll rally with you. It was really, really cool. We were nervous that we were going to see a huge spike in cancellations and refunds and all these things, we didn't. Pretty amazing actually. It was just a good learning experience. So for you guys, I would say, the more open of a dialogue you can open to your community, the better, and I'm going to start doing…in the message thing I said, “How many of you guys want me to do these fireside chats once a week and just tell you guys the status of where things are in Click Funnels?” I posted that video a few minutes ago and we've already got ten comments, people saying they love the fireside chats and they want to keep them.

That is what we are going to do and I'm going to build a better communication and bond with our audience and I think that nothing bad can happen from that. It was a good learning experience for me and I hope that's something you guys can learn from as well, so when you do make mistakes or something screws up or whatever, instead of trying to hide it and show a flawless exterior, just tell people the truth. That's what they want, that's what they need, and it was awesome for us. Hope that helps, I am going to get some sleep ... I'm not getting sleep, who am I kidding? I've got a project I'm working on, I'm really excited, so I told people on Periscope I'm going to bed too, but I'm not.

I got about two or three hours in me, I've been working on a book called The Three Funnels. It's not a book, it's like a booklet, it's going to be a free-plus-shipping offer we come out with in December or January that you're going to want. That's what I'm working on tonight, so that's my plan. I'm getting back to work, you guys should too, or get some sleep wherever you are in the world. Appreciate you guys, thanks for listening, thanks for being part of our community and my world. You are a community worth serving, I'm grateful to be in a spot where I can help and grateful for you guys for listening and we will talk to you guys all soon, thanks.

On this episode Russell talks about a bad experience he had with his family at a restaurant he had been so excited to take them to, and how his son Aiden changed his perspective.

Here are some interesting things in to listen for in today’s episode:

Why Russell was so excited about a specific restaurant.

All the things that went wrong during what should have been a fun night out.

And how Aiden helped Russell realize what is really important.

So listen below to hear how an evening went from a terrible night to a really great night by just a change of perspective.

---Transcript---

Hey everyone, good morning and welcome to Marketing In Your Car. All right, all right, I've heard your cries. You've said Russell, do not change the name. It may be a lame name but it's your name, so I'm leaning more now towards keeping Marketing In Your Car. It's like one of those cult classics where it's just weird but like, the right people like it right.

I think I'm going to keep it. I don't know, we'll see. I'll let you know. I hope everyone's having an amazing time today. Wanted to share with you an experience that happened last night, that was one of those humbling moments that I think was really good.

I had this idea, there's this Thai place right down the street from us. It's called Sawadee or something like that. They have these coconuts. They can take a Thai coconut, chop it open, take all the coconut water, and they fry rice in it, and then cut coconut meat, and they put shrimp in it. Then they stuff it back in the coconut and they bring out these huge coconuts full of amazingness and you eat it and it's awesome. I've had it a couple of times.

This week I was telling my kids about it. I was like this is like the most amazing thing. I got them all excited. I'm pretty good at selling people on stuff, sold my kids on these coconuts. They were going to be amazing. Last night we took there there, and then Brent on my team, he brought his wife and kids as well, and we all go to this Thai place to get these coconuts. We're so excited. We've told our kids all about it, and they're so excited and so we get there. Pretty much the worse service I've ever had ever. We show up with eleven of us, and there's no big tables, so they say let me seat you on a bigger table. She brings us back and there's a table that has six seats, and she's like, "Here you go."

I'm like, "Okay so there are eleven of us here." She's like, "Oh so this won't work for you?" I'm like, "Well no there's six seats there. There's eleven of us." She's like, "Oh okay hold on." We go back to the front, we wait, and she comes back. She sets up two tables, brings us out there, and there's seven seats around this table. She's like, "Here you guys go." My wife's like, "There's eleven of us. That's seven seats. We need another table." My wife was kind of upset right, it was awesome.

Finally they bring another table, now there’s enough seats for us. We sit down and start ordering and I'm like, "I want that coconut thing that's cracked open. It's got the rice and the shrimp and the everything." She's like, "Oh, the whatever?" I'm like, "I don't know what it's called. Whatever that is, that's what we want." She's like, "Oh okay." I'm like, "I want three of them because we're going to share them with our kids," and it's going to be exciting right.

The lady's stressing out, she's can't even like...Anyways, it was just the worst server I've ever had ever. Even in the very beginning when we're like what drinks do you have for the kids, she's like, "We've got lemonade, Sprite, and root beer." My son Dallin is like, "Cool I want some lemonade." She's like, "We don't have any Lime-aid." He's like, "I want lemonade." She's like, "We don't have Lime-Aid." Finally, I'm like, "Lady, he's asking for lemonade like you said." She's like, "Oh we have lemonade." I'm like, no duh. It started off bad.

Then she couldn't even hear us taking our orders and then I kept telling her, "I want the coconut thing that's cracked open, that's got the rice and the thing." She's like, "Oh you mean the whatever." I'm like, "I don't know what it's called. That thing is what we want." She's freaking out, "Well it takes twenty minutes to cook those. Let me put the order in real quick." She runs back, puts the orders in, and then comes back, finishes taking our orders, and kind of chaos.

Then after awhile, I remembered that one time I had the coconuts, they were really spicy, so I grabbed her and we're like, "These aren't spicy right? You did the no spice?" "Oh yeah we did no spice." It's taking forever, the kids are going crazy, and luckily we ordered some sushi for appetizers so the kids were eating sushi so that kind of calmed them all down. Then she brings out the coconuts and she freaking ordered the wrong thing.

There's no rice in them, there's no anything. They're coconuts but it's the wrong one, wrong thing. It was super spicy, tasted horrible. It was like, "This is not what we ordered." "What did you order?" "The coconut thing that has the rice and the shrimp in it." She's like, "Oh the this?" I'm like, "Yeah." She's like, "Oh well that's not what you ordered." I'm like, "That's what I asked you for. You told me that this was what it was called. I don't even know what it's called."

I was lividly mad. The stuff's spicy so our kids can't eat it. It doesn't even taste good. I'm eating it just because I have to and I ordered three of these things and they're freaking huge. It was just bad all around. I was so upset. I was so mad. I was ready to stand up and upturn the table and start throwing things. I was so angry and then my little five year old, Aidan, is sitting next to me and right after the lady drops off the stuff and I'm so mad. The kids can't even eat, so I'm like we're going to freaking McDonald's and eat McDonald's because these coconut things I've been telling them for the last week, we can't even eat because it's the wrong ones and they're spicy. They can't eat them anyway. I was just going off, and I'm nice to the server, but she could tell I was not a happy camper at all.

Then my little Aiden, my little four year old, nuzzles his head underneath my arm and looks up at me. He's kind of laying on lap, looks up at me and smiles, says, "Dad, this is the best night ever, huh?" I just sat there and I said, “he's right”. I'm so concerned about getting this thing perfect and all he wants to do is hang out with me. He doesn't care that the coconut's spicy and it's the wrong thing. He doesn't care about the coconuts at all. He just wanted to hang out with me. I looked at him, and I was just like, I just kind of smiled and I laughed, and it just broke my state completely. I said, "You're right bud, this is the best night ever." It just changed that fast. I think about how many times in my life, and I'm sure you guys are probably the same thing where, we're in the middle of stuff and we're going crazy and all these things are happening and it's not what we planned and we're so frustrated at other people around us who are making the experience less than favorable.

We have this vision what we want it to be for for the people we're trying to serve, our family, our client, whatever it is. I'm just grateful for my son, Aidan, who gave me that moment where I realized I was focusing on the worldly stupid things and he was focusing on just being with me. It just changed me and I felt bad, and I was still upset with the lady, but I tipped her well. I was just like, I got to spend time with my kids and it was really, really cool.

That is how I went from probably one of the worst experiences at a restaurant ever to the best night of my life, so it was awesome. Love my kids, they're amazing, and I hope that that gives you guys some inspiration, and spend more time with your family. I've said this once, I'll say it again. David O'McKay said that no success can compensate for failure in the home, and it's true and our kids just want us. They just want more time. They just want to be with us, so we should be with them.

Anyways, that's what I've got for you guys today. I'm going to head to the office. I'm going to get out early today. I'm going to go back home, and I'm going to surprise Aidan an hour or two early, and we're going to play early and we're going to play hard, and it'll be awesome. That's what I've got for you guys today. Have an amazing day and I'll talk to all you guys soon.

On this episode Russell talks about how he focuses despite having A.D.D. and why he views it as a superpower.

Here are three things to listen for in today’s episode:

Why Russell has three computer monitors and why you should too.

How A.D.D. contributed to Russell’s losing focus and getting bored with projects he works on.

And why he thinks A.D.D. is actually a superpower.

So listen below to hear how Russell gets stuff done even though he has A.D.D.

---Transcript---

Hey everyone, this is Russell Brunson, and welcome to Marketing in your Car, or Quickies in your Car. Marketing Quickies, I'm still having an identity crisis. I'll figure this out soon. Hey everybody, hope everyone is doing amazing today. I just got back from most of my whirlwind trips around the world. I think I told you guys, two weeks ago I was in New Zealand, Australia, Phoenix all in seven days. From there I had a week home, then I went to Utah. My dad got put in the Utah Wrestling Hall of Fame. Then went to Denver, spoke at a GKIC event. We closed $200,000 in sales, which is always exciting and fun. Then went to Armand Morin’s event out in Phoenix again. The groups a lot smaller and I think I did about $24,000 in sales, something like that, not too bad. $225,000 or so in sales on the week, which is fun.

Now I'm back and I've got a week to be with my family and kids, and then we are packing up and flying to London to go have some fun. It's pretty cool. Right now I'm heading to the office to get come stuff done. The kids are all at school and it's a rainy, rainy day. I'm just excited to go and actually sit behind a computer with three monitors and work. I don't know about you, but I can't stand working on a laptop. I can't get stuff done, the screen's so tiny. I'm addicted to having three huge monitors.

In fact, I remember the very first time I went and met Rich Shefren, I went in his office and he had three of the thirty inch Mac monitors. I was like, "Dude, it feels like you're in a space ship!" He said there is some study that proved that the more desktop space you have, the more productive you are. Of course I had to, because the studies proved that that's how it works, I had to go get some. Anyway, I would never go back. I think one of the best things to do to increase your productivity is buy more monitors. I've given you all permission to get three, not one, not two, three thirty inch monitors, so you can get more stuff done, and you'll love it. If you don't want to get three, at least get two. You can just switch from one to two, it will change your world dramatically. Then when you go to three, you're just like, "I don't even know how people work on laptops." I honestly can't stand it.

I haven't gotten hardly anything done in the last two or three weeks, because of that. Today I'm going to go get some stuff done. I've got a huge to-do list, I'm going to pound through it all. I'm really excited actually. I know that's sad, most people are like, you get home from a long trip, you want to take the day off. I feel like I've been taking too many days off. I want to go and get some stuff done, that way I can relax and have some fun when we are in the UK, where I'm taking a legitimate week off. I won't even have, I'll have my laptop, but that's about it.

I'm excited. I have a question for you guys. Is it just me, or if all you guys are this way. I'm guessing you guys are like me. You probably all have horrible ADD. For the last, let me walk back, for the last twelve years of my business, this is how my process has been. I get an idea, and I focus on it and make a whole bunch of money, and as soon as it makes a bunch of money, I get bored. Then I go and I want to launch like ten things, and I launch like ten things. Then one or two of those ten things will make money, but then everything else suffers because of it. We never increase our income from it.

Then it gets worse, and worse, and worse, and I'm juggling a million things all at once. Then I finally decide to cut everything except the one thing that is making me money. I focus on that and it starts growing and it makes tons of money, everything is awesome again. Then I get bored and I'm like, "I'm going to launch like twenty new things." I launch like twenty new things, and one or two of them actually make any money, but everything else drops down. Then we start losing money, and then I start spiraling down. I get stressed out and then I cut everything again. I focus on one thing and it grows.

Have you guys done that before? That's been my pattern for twelve years now. It drives me crazy, but that's how my brain works. For example, right now a year and a half ago we started cutting everything. We cut our supplement. Everything outside of my coaching program, we cut so we could focus on Click Funnels. Guess what happened? Click Funnels grew and it's growing and it's doing amazing now. It is so hard now, because the more successful it is, and the more hands off and more automated it is, the more I want to do more things.

It's just hard. I want to have a supplement line I'm designing, I have this really cool real estate thing that I think is the greatest idea of all time. Real Estate slash air b and b thing that I want to do. Then I have all these things I want to do now and it's stressing me out because I know that if I do, everything else will collapse. I keep trying to push them off, and they keep nagging at me. They are these little ideas that are really good ideas, like everyone in and of itself, if we launched it this year, would do between three and five million dollars. I have no doubt in my mind. But at what cost?

I don't know what the answer is, you guys. This is my therapy session for the day. I have so much stuff I want to do and I know that if I do, then Click Funnels will, not that it's going to struggle, but my eye will be taking off that ball. I need to focus my eye on that ball. I owe it to my partners, my team, my friends, and to all of you guys who love Click Funnels. There's my conundrum. I'm sure you guys deal with that as well. I'm trying to figure out a happy medium between the two. I don't know what the answer is yet. I'm sure I'll find it eventually.

I just wanted to let you guys inside my brain for a little bit. I'm guessing that some of you guys are the same way. Based on this, I would tell you guys this, I'm guessing that most of you, if you are entrepreneurial, you have the same issue. Entrepreneurs are really bad at focusing on one thing. I remember in school, I used to always struggle, teacher would talk and I would say, "I can't even pay attention to what they are saying." I learned that if I would do multiple things, if I tapped my pencil and moved my fingers, and flip a coin in my hand when a teacher is talking, somehow magically I could pay attention. I couldn't just be sitting there quietly with my arms folded like they want you to do. I can't do that.

Most entrepreneurs can't. That's the trick, as an entrepreneur, if you're trying to focus and you can't, grab something in your hand. Start tinkering. Start moving. Start drawing. You have to be doing two or three things for you to be able to focus on one. It's weird. It's our super power, though, right? I'm guessing that most of you guys who are entrepreneurs that are listening to this are probably the same way, right? You get excited and you start focusing on a business that starts growing and you want to start tinkering all over the place.

What I would say, what I would coach Russell through, if I was coaching me, is just focus on one thing. Find something that you are passionate enough about that you can create new front ends and new things to drive all traffic and leads into that one thing. That's how, for the last twelve months, I've been able to focus on Click Funnels. It wasn't just Click Funnels, it was what other things can I create to bring people into Click Funnels? I was able to use my ADD super power to focus it on and towards that.

Just something to kind of help you guys to know that you're not alone. I do the same thing. Even like you would think after twelve years of this, I would be like, "Oh I can just focus." No, I can't. It's impossible. It's in our DNA, it's how our brains are wired up. It's not a bad thing, it's a good thing. It's why we are all crazy successful, because of that. It's just learning to harness that which can be really, really hard. If you are in that phase right now, I would say find something to focus on. What you focus on will grow. Then use your ADD to figure out multiple ways to make that thing grow and that becomes awesome.

The only other question, I don't have the answer to, is after you've done that and it's growing through multiple facets, then what? Do you launch a new supplement line or do you just not? These are the voices in my head yelling at me. Appreciate you guys. I hope you don't think I'm that weird. I hope you guys feel the same way, because it's hard. It's really tough. I'm going to go in there and focus today on things I need to do. Then slowly push forward some of those things that I probably shouldn't be doing, but keep me engaged and keep me excited. Keep me waking up in the morning. That's what we've got to do.

I appreciate all you guys. Thanks for listening to my rants, my rambles. I hope you get some value out of this. With that said, I'm going to check off. I'll talk to you guys all again very, very soon. Thanks everybody! Talk soon.

Only listen if you want to hear the thought process inside my head of what we’re doing and why…

On today’s episode Russell talks about the strategy behind his new book.

Here are some cool things to listen for in this episode:

The different types of traffic and how to convert them.

How to create bait to get the right customer.

And how Russell came up with the title for his new book Expert Secrets and what it will focus on.

So listen below to get excited for Russell’s new book, which is coming soon.

---Transcript---

Hey everyone, this is Russell Brunson and welcome to Marketing In Your Car. All right everybody, I hope you guys are having a great day today. For me it was daylight savings last night, which meant I got to go to bed late, I got to wake up early, and I feel awesome. I think that daylight savings, for those of you guys who take advantage of it, is the greatest thing in the world. Now when I wake up at 5:00 in the morning, my body thinks it's 6. I get to start waking up an hour earlier by not shifting things, and I get an hour more out of each day. I hope you guys are doing that as well because it gives you the chance to just get free time. Then if you stick with that schedule it stays. I'm trying to do the same to my kids, like now trying to put them to bed an hour earlier, and keep them on that schedule and I'll get an hour on that side too. Anyway, I don't know if that makes sense, but that's what I'm trying at least. Because I woke up today and it was like 6 am but it was really 5 am, and it was awesome. So, I got way more stuff done today so, it's kind of fun. We also had a great Halloween, hope you did as well.

And, I was just thinking about something that I was going to share with you guys. And if you haven't read the DotComSecrets book yet, this may be a little over your head, but if you have read it, and you should, then this will make perfect sense to you. So, you know in the DotComSecrets book I talk about the secret formula, which is figure out who it is you want to serve, and then create bait that will attract them. Find where they are congregating and put that bait out in front of them, then you can get them as a customer, then you can ascend them up and give them the results you want to give them, right? And so, I talked about, in the book how when we wanted to change who our customers were, we changed our bait. And, how simple, basically, business was, as soon as you figured that out. Like who do you want to be selling stuff to in the future, and be working with. Figure out and identify who that person is, and then just create the bait that will get that person excited, and get them to want to enter your world, join your list, give you money, etcetera, etcetera.

And so, you know look at Click Funnels for example, over the last year since we launched it we've been trying out a lot of different bait to get different types of customers in the front door, which has been really really fun. Now, the next part in the DotComSecrets book we talk about is hot traffic versus warm traffic versus cold traffic, right? So hot traffic is like your own list. They love you, they're warm, they'll pretty much buy anything if you just say “hey, go buy this thing”, they'll go buy it. So, that's an example of your hot traffic.

Then your warm traffic is like people that don't have a relationship with you yet, but they have a relationship with somebody else, like a joint venture partner or friend or, you know, they read a blog or listen to a podcast, whatever. And, the warm traffic is that person giving you an endorsement, saying like “Hey, Russell's awesome, go buy his crap.” And then they're going to go buy it, because they have that relationship, right?

Then the last is cold traffic, and cold traffic's got no idea who you are, have no relationship, and so it's a little harder to convert them. In fact we did a little two day workshop here, for my Ignite members called Funnel Catcher that went through the details of how to convert cold traffic. It was really fun, it was fun to kind of show people that concept because when you learn how to convert cold traffic it opens up your doors to the world, right? And so, for me my warm market is either a Click Funnels member or else I delete them off my list, right. Like if you haven't bought Click Funnels at this point, and you’re still listening to me. You think… I mean, you just don't have respect for me or what I'm saying, is kind of my opinion, right… So my warm market is exhausted. Like they know about click funnels and they're using it, right? My warm market, and we're still going hard and heavy after… In fact this month we had our best month ever because it's a year in, we're still doing 5 or 6 or 7 webinars a month to our warm audience and getting people into Click Funnels.

And now we're trying to look at, how do we go more into cold? And it's funny, because for a long time I kept thinking that my market with cold was small business owners. In fact, when I went to Australia my whole thought process was what's the bait I'm going to create to get the chiropractor and the dentist and the financial planner, all these people to come into Click Funnels. And, I was thinking more and more about it, and I realized what's the big benefit of Click Funnels. It's a person who's building web sites, and who's done it before hired outsourcers and just got so frustrated, when they can figure out that they can do it themselves, that's the big “ah ha”. That's our market. And, I'm thinking, like, most dentists probably never edited a web site, never tried, never thought about it. They hired some dude, the guy made a website, they never thought about it again, right?

So, for me to show like, here's click funnels, watch this, I can move an image, I can add a count down clock. Like, it means nothing to them, right? So, I kept coming up stuck. We figured out some cool ways to market to those guys, and we're still going to, I'm not saying we're not. I'm just saying that they're not, that that's just a really really cold market. They don't even know there's an issue. They paid 5 grand for their brochure website and they're happy. They don't even know there's a problem yet. And so, I can and we will go after those people. But I was like, one rung up, like a little bit warmer than freezing cold. Like, who would those people be? I started thinking, that obviously our dream people are authors, speakers, consultants, things like that, right? Those are our people who are typically figuring out their own web sites, or they have a small team that are doing it, or whatever. And when they see Click Funnels it's like, mind blowing for them. They're just like, “Oh my gosh, I can fire the dude in India, and I can do it all myself.” That's really our market, and I was thinking we can keep going after them, and we are, but how do we create that kind of a customer now? How do we create a new author, or a new expert?

It was funny at our Funnel Catcher event, I did an exercise with people, I said this is how you know if your offer will convert to cold traffic. Sorry, they’re doing some construction here on the road. You can probably hear…there’s the jack hammer. Anyway, I said the way you can tell if your offer will convert to cold traffic is, imagine going down to the food court at the mall. There's like a hundred people all eating lunch, going crazy, and if you were to stand up on a chair and yell out, “Hey how would you like to learn how to build a sales funnel?” And listen, out of people in the food court, how many people would turn around and raise their hand and say, “Yes, me!”? Now, if I walked up to the food court right now here in Boise Idaho and I stood up on a chair and said, “Hey, who here wants to learn how to build a sales funnel?” Nobody's going to even pay attention, right? Even if I said, “Who here wants to see my sales funnel that makes $17,947 per day?” Most people still don't know what a sales funnel is, right?

You have to change the language patterns. But, if I said, “Hey, who here wants a free money making website?” The entire audience would raise their hand, right? So, that's the test to see if it's going to work to cold traffic. So, I started thinking about this, like obviously I can go and target experts that are already there, but who, what bait can I create that's going to get people who aren't already in that world? Like, how do I expand my universe, as opposed to just fishing out of the existing universe, right? And so for me, what we kind of figured out, I had this epiphany, it was literally at dinner last week. At genius network and I'm sitting there talking to Dean Graziosi about his business and infomercials, and about an hour earlier, Rob, we have a product called Expert Secrets and Rob, one of our designers sent me logos for it. And the logos are very similar to the DotComSecrets logo but a little bit different. And all of a sudden there was this “ah ha” moment where I was like…that's it, Expert Secrets.

I can go in the food court, and every single person in that food court feels like they're an expert at something. And if I can convince them that they can turn that into a business, and then to be able to do that they have to have Click Funnels, now it's a very short gap for me to fill. And the light bulbs went off in my head and that was it, that's my next bait. And so, minutes afterwards I was calling the person that helped me write my first book, I was calling my publisher, I was calling like everybody. And, within like a day and a half we figured out that I'm writing my next book. It's going to be called Expert Secrets, it's going to be kind of cool. It's going to be like the companion book to DotComSecrets, right. DotComSecrets is like, here's how to market and scale any business. Expert Secrets is like, how do we focus on just information style products and businesses.

And I was thinking about like you know most people, like Dave Asprey for example, wrote the Bullet Proof Diet, which is the strategy behind it. And the second book is the Bullet Proof Cookbook, which is like the “how to”. You know, here's the guide that goes with it. And this is kind of similar. I feel like DotComSecrets is the overarching strategy, and Expert Secrets is going to be like the practical, like example of that. It's going to be cool. So, we're going to be getting a whole bunch of really cool case studies in the book, of just people in different businesses showing off like what they're doing and how they're doing it. It's going to be awesome. But, it will be a book that will convert to the masses. It'll not just be focused on marketers, like the DotComSecrets book kind of was. It will be focused on the world. And my goal is to help all these people. I'm watching the cars drive by me right now. Like that dude right there has got something he's awesome at that he could share to change the world. So does that person right there, so does that dude, so does that lady. Everyone does, right?

We're going to do it initially as a book. I think we're going to try out an infomercial, a bunch of other things and just try to expand our universe and I'm excited. I'm inspired, and I just want to share that with you guys today, because you're probably one of the few groups of people in the world who care, about my rambling thoughts. That's why you're listening in, right? I hope that as I kind of work through my thought process out loud that it helps you guys think through yours. Like, you know, with you're business you're probably targeting hot traffic, and then warm traffic, and you want to transition down to cold, and what do you look at? And then what are you doing where your markets like getting educated so much it's difficult. Like how do you find the right bait to get the right customer, and how do you create bait that will grow your market as opposed to just fishing out of your market, and a whole bunch of stuff.

So, hopefully there are a lot of good valuable things in this one for you today. And, I'm excited and you'll see over the next two or three months I'm going to try to get this book done fast because it's bursting out of me now. Now that it's been, now that I've begun and I see the vision, it's moving fast in my head and I'm excited to get it out and share it with you guys and really use this as a tool to expand my world, expand Click Funnels reach and give all these people in all these cars driving by and everywhere in the world the ability to take their god given talents and abilities and information and advice and turn it into businesses. And then give them the platform, the tool, Click Funnels to be able to do that. I'm excited, I'm fired up, I hope you guys are as well, and that's what I got for you today.

Outside of that, I think that my marketing quickies, we have this really cool animation intro for the Periscope show that's coming out. Also, so Periscope and Mentions… So Mentions, right now for me, is catching up on Periscope. Like on how many viewers are showing up and watching. But then mentions gets way more shares afterwards, and a lot more longevity, which is kind of cool. Then Blab, I'm sure you guys have heard of Blab. Blab's like the new one that's like Periscope, but they just launched this new thing now where you can have multiple people on. So I can do like Blab interviews through a Periscope style thing and have like five, four or five people on. Anyway, just fun. Technology is exciting, you guys, it's opening up our world in so many cool and exciting things. But anyway, I'll keep playing with it. I'll keep reporting back what I find. But, so far it's been amazing and that's it. All right guys, appreciate y'all, I'm out of here, have a great day. I'll talk to you all soon.